What Digital Planning Is Not

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what
digital
planning
is not!
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Above all, enjoy it!
Diesel’s “Be Stupid”
Campaign Won a Grand Prix Award
at the 2010 Cannes Lions
International Festival of Creativity.
the mindset
A few days ago, I was chatting with a former colleague in San Francisco,
California - he works in the planning department of a prominent
advertising agency in Lagos, and was vacationing in the US for the summer.
Naturally, the gist had revolved around current events and trends in the
Nigerian media and advertising industry, especially given the country's
poor representation at the recently concluded 57th Cannes Lions
International Advertising Festival. He revealed how his agency was still
trying to come to terms with successfully integrating digital offerings
in their brand proposals to clients.
Marketers were not excited by their 'digital
recommendations', and sublimely told the
agency to stick to what they knew best -
strategic implementation that focused on the
utilization of traditional media channels - TV,
print, radio, and in-store media.
One client in particular, had explained their

position was borne out of a research that was
conducted recently; to gauge the impact of
digital advertising on consumers, and that
only a fraction of the target people in the
research poll had reacted to online
advertising.
Fewer still had gone on to purchase a product

or recommend it based on digital influences.
"Be Stupid," a Print-Outdoor-Web
Campaign was Created by Anomaly New York.
I had probed further to understand what the issues were, and
was shocked to find out that in this time and age of prosumers,
conversations, engagement, social interactivism, and digital
ecosystems, some agencies and clients still don't get it.
The blame went to the agencies because they were supposed to

act as change agents for marketers, consumers, and the
industry, and yet, they were proffering outdated digital models,
and exporting platforms and concepts that [had become 'old
news' once they were used by the originators] were not
resonating with consumers in the Nigerian market.
“ They have to understand that in the
industrialized world, and
supposedly digitally developed countries,
agencies and marketers were still trying to
cut their teeth in this space. The digital
world is continually evolving, and moving
at a pace faster than we are at
understanding digital natives.
”
digital natives
Smartbookblog.com
Maternewmedia.com
“Millennials at Work”
FastCompany
Generation Einstein ‘Superstars’
what
digital
planning
is not!
Taking a big idea that was successful some place
and localizing the concept for other brands
Packaging a cool concept wrapped up as product

ideas to sell to clients
Developing an online presence, Facebook

campaign or iPhone app, and expect consumers
to love your brand because you have attempted
to inhabit their space
Developing websites, and affixing cool slogans

and images on moving media platforms
Setting up a unit with planners, and calling them

'digital strategists', and expecting them to come
up with 'digital ideas' for brands
what then is
digital?
Luismiranda’s Posterous “A Definition of Digital”
what does
digital
planning
entail?
“i do not
claim to know
all of the
answers...
…as I am still understudying cultural
insights, digital planning models, and
brand engagement tools that have been
used successfully on digital natives in the
past five years. However, for future
planning purposes, ‘digital strategy’
should combine the following:
business intelligence design thinking
user insights information architecture [IA]
brand strategy entertainment

content strategy
user experience [UX]
social chatter
media + connections planning
mobile & data analytics

innovative use of offline channels
great storytelling
Aki Spicer “Fallon Brainfood: The Engagement Opportunity”
Stephen P. Anderson “The Fundamentals of Experience Design”
masternewmedia.com
Simply put:
digital planning
is about platform ideas,
not channel tactics. – Aki Spicer
Nike+ iPhone App
“ The digital world permeates consumers' lives, but they
never think of it as technology - it's just another tool of
convenience. So rather than viewing it as 'new media' and a
vehicle to fire messages at the consumer, we use it to
service a need. As we move from passive one-way
communications to a two-way conversation, we give our
consumer a voice by listening, sharing, and co-creating and,
above all, by enabling meaningful solutions.
”
Stefan Olander, Global Director of Brand Connections, Nike
The whole idea of interactivism and utilization of digital media stems from the
notion of offering real value and meaning to people's lives for a longer period of
time, by creating 'tangible and real assets that transcends mediums to an engaging
platform that people are eager to own. – Tom Himpe
Check out the following case
studies, and try to understand
the mindset of the agencies that
developed these award-winning
concepts for their clients:
MINI Interactive case study @http://goo.gl/wt0k4
Miniusa.com
Nike.com/iD
Case study @http://www.rga.com/work/nikeid
Concept Store Website
iPhone App Studio Print Ad

Ikea.com
Interactive Catalogue @ http://goo.gl/wWku1
Oldspice.com
Case study @ http://www.wk.com/campaign/digital_response
www.youtube.com/user/OldSpice
Wrangler.com
Blue Bell Jean Video @http://goo.gl/vKKXK
We can see from these case studies [including
works researched in the past year from
agencies in Johannesburg, London, Paris,
Miami, Hong Kong, Brussels and Sydney,
Australia, and ongoing conversations had with
some marketers - Nokia, VW, Charles Schwab,
HP] that we have not yet scratched the
surface.
Digital Planning goes beyond planners who get

it sitting down in an intelligent hub, crafting
proposals and partnering with media vendors
that have purchased rights to already existing
digital models, and packaging them as
innovative, ground-breaking concepts for
clients.
If we are going to proffer brand engagement

ideas and digital solutions as a basis for
achieving set objectives, agencies must work
in tandem with clients, content providers,
http://www.fiat.co.uk/ecoDrive trendspotters, marketing technologists and
social media curators to create original +
integrated concepts that reflect their total
understanding of the business segment, and
the consumers with whom they are trying to
make a connection.
Tim Berners-Lee, Inventor
of the World Wide Web.
Tim ’O Reilly, Founder + CEO

‘O Reilly Media, Inc.
what
digital
“a social creation designed
for a social effect - to help
people work together “
is about “Creating new opportunities

to do a job that customers
want done”
Aki Spicer, Director of Digital

Strategy at Fallon Worldwide.
“Transforming ‘target insights’
towards ‘user insights’”
“Converting viewers to users,

and users to advocates”
“Backing ‘people powered ideas’

and ‘back pocket solutions’ by
offering true marketing benefits
backed by technology”
next on digital
"The next great media company won't have

a website; it will be all spokes and no hub.
It will exist as a constellation of connected apps

and widgets that live inside other sites and offer
a full experience plus access to your social graph
and robust community features.”
acknowledgements
Thanks goes to the following individuals, organizations, blogs and websites

for citation of their original materials and use of photos:
Luismiranda’s Posterous
Mobile Dreams Factory
Kokokaka Goteborg
Wieden + Kennedy
VCU Brandcenter
theandnetwork®
Tim Berners-Lee
Stefan Olander
Edelman Digital
FastCompany
Tim ‘O Reilly
Steve Rubel
Tom Himpe
Aki Spicer
Identiture
Wrangler
YouTube
Google
Diesel
Nike+
Flickr
R/GA
Mini
IKEA
TAXI
inside
the mind
of a m/ad man ™
franklinozekhome is Founder and Chief StoryTelling Officer of

Identiture. Currently based in New York, his focus is working with clients
and partners to bring to market commercially viable + socially significant
new business ideas and consumer products, services, and experiences in
the EMEA markets.
He is an ambassador of AD:2020, an open platform created with

likeminds to reimagine the future of advertising.
Franklin is an entrepreneur, writer, speaker and educator. His thought

leadership has been featured in BusinessWeek, Marketing Edge,
ThisDay, M2, Biz-Community, TownCrier Times, Brandfaces, and myriad
blogs and websites.
Follow his rants, raves and tantrums on Twitter @Donniefranklin.

franklinozekhome
franklinozekhome.com

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What you can do

One client in particular, had explained their

Fewer still had gone on to purchase a product

The blame went to the agencies because they were supposed to

Packaging a cool concept wrapped up as product

Developing an online presence, Facebook

Developing websites, and affixing cool slogans

Setting up a unit with planners, and calling them

brand strategy entertainment

mobile & data analytics

Aki Spicer “Fallon Brainfood: The Engagement Opportunity”

iPhone App Studio Print Ad

Digital Planning goes beyond planners who get

If we are going to proffer brand engagement

Tim ’O Reilly, Founder + CEO

is about “Creating new opportunities

Aki Spicer, Director of Digital

“Converting viewers to users,

“Backing ‘people powered ideas’

"The next great media company won't have

It will exist as a constellation of connected apps

Thanks goes to the following individuals, organizations, blogs and websites

franklinozekhome is Founder and Chief StoryTelling Officer of

He is an ambassador of AD:2020, an open platform created with

Franklin is an entrepreneur, writer, speaker and educator. His thought

Follow his rants, raves and tantrums on Twitter @Donniefranklin.

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